• Nominal: "A nominal variable has attributes that are merely different, as distinguished from ordinal, interval, or ratio measures" (Babbie 139)
  
  

  

• Measure the Chinese tourists' attitudes with normal measurements?

• "A level of measurement describing a variable with attributes we can rank- order along some dimension." (Babbie 140)
  
  

  

• Measure the Chinese tourists' attitudes with normal measurements?

• "A level of measurement describing a variable whose attributes are rank- ordered and have equal distances between adjacent attributes." (Babbie 140)
  
  

  

• Measure the Chinese tourists' attitudes with normal measurements?

• "The attributes composing a variable, besides having all the structural characteristics mentioned previously, are based on a true zero point. " (Babbie 140)
  
  

  

• Measure the Chinese tourists' attitudes with normal measurements?

• Precision
• Reliability
• Validity

• Precision vs. reliability?

"Valid measurement is achieved when scores (including the results of qualitative classification) meaningfully capture the ideas contained in the corresponding concept." (Adcock and Collier 2001, 530)

"Measurement is valid when the scores (level 4 in Figure 1), derived from a given indicator (level 3), can meaningfully be interpreted in terms of the systematized concept (level 2) that the indicator seeks to operationalize." (Adcock and Collier 2001, 531)

"Do you like pizza?"